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Bundling

Gopuff is a convenient and innovative on-demand delivery platform that brings a vast array of everyday essentials and specialty products directly to users' doorsteps. The Gopuff app seamlessly connects users with a diverse range of products, offering a user-friendly interface designed to enhance convenience and streamline shopping.

 

In this UX research case study, I delved into the adoption of Gopuff's bundling strategy. As an intern, my primary objectives were to inform Gopuff's future bundling strategy, understand user preferences for bundle types, identify user reactions, and provide recommendations to increase bundle adoption and Average Order Value (AOV). The research also aimed to assist the product team in conducting successful experiments related to color, interface, targeting, and location.

Introduction

Research

Planning

Before conducting any research, I created a research brief that I could share with my mentor and stakeholders. The research brief served as the project's foundational document, outlining the study's objectives, methodologies, and expected outcomes. In collaboration with my mentor, Rebecca Rago, we meticulously defined our objectives. These included informing the future bundling strategy, understanding user preferences, and providing recommendations to boost bundle adoption and Average Order Value (AOV).

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We designed a two-phase approach, combining user interviews and concept testing. This dual-pronged strategy allowed us to gather both qualitative and quantitative data, ensuring a holistic understanding of user behaviors and reactions.

Recruiting

A critical aspect of the planning process was to identify our target audience. We aimed to connect with users of the Gopuff app and potentially competitors' platforms. This audience selection ensured that our insights would be directly relevant to Gopuff's user base and competitive landscape. To achieve this, I meticulously designed a screening questionnaire that aimed to filter individuals who aligned with our study's objectives.

Screener
Participant summary

Questionnaire and participant summary

Leveraging the features of userinterviews.com such as video calling and easy-to-distribute compensation, I seamlessly integrated the screening questionnaire into the recruitment process. As responses poured in, I meticulously reviewed each submission based on the pre-established criteria. 

Userinterviews.com

Sign in for userinterviews.com

User Interviews

For the interviews, I wrote questions to delve into user perceptions of bundling, preferences for bundle types, motivations behind bundle purchases, and expectations from the bundling experience. 

 

With 6 participants, the discussion guide was composed of an introduction, fostering an atmosphere for participants to share feedback; questions to learn about shopping behaviors, preferences, and interactions with discounts; exploring different bundle presentation styles, revealing their preferred layouts and navigation choices; discussions on bundle composition, customization, and expected discounts unveiled the significance of personalization and transparency; and a conclusion with gratitude and assurances of participant confidentiality.

Concept Testing

Simultaneously, the concept testing phase was designed to capture users' immediate reactions to bundle prototypes.

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With 6 participants, the protocol was composed of an introduction, emphasizing the significance of honest and transparent feedback from participants; a brief inquiry into participants' shopping habits and digital experiences to provide context for their perspectives; an interactive early-stage prototype for participants to explore and express their thoughts; and three tasks that aimed to learn of their opinions on bundle presentation, the interaction of adding bundles to their bag, and the interaction of editing bundles; a head-to-head comparison of different designs for displaying bundles, offering feedback on visual aesthetics, user-friendliness, and content placement; and a space to share overall thoughts, impressions, and any additional advice.

Concepts

Three mockups we showed participants during concept testing

Design

Concepts

Proposed flow

Collaboration

Effective communication played a pivotal role in the collaboration with our UX designers. By proactively discussing the project timeline and identifying critical milestones over Zoom and Slack, we could strategize and allocate resources effectively. This collaboration allowed us to prioritize certain parts of the testing process and ensure that mockups were ready in time for testing. 

Concepts

Other screen ideas made during brainstorming that did not make testing

As a result of this collaborative effort, we seamlessly integrated these mockups into our user interviews and concept tests. Participants were able to interact with these designs, providing insights into their reactions, and preferences.

Test

Concepts

A few possible screens users encountered when exploring the app

Results

Upon conducting both research methodologies, I meticulously analyzed the data, distilling it into a comprehensive set of findings that highlight discernible patterns and insights drawn from the wealth of information gathered during the study.

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User Interview Findings

  1. Bundling Perception: Users exhibited varied awareness levels of the bundling feature. Some participants found it elusive, while others proposed distinct locations for bundle discovery, such as integrating bundles within related categories like "Snacks" or "Grocery."

  2. Customization Desire: A prevalent desire for customization within bundles was noted. Users expressed interest in modifying bundle contents to cater to their preferences and occasions, emphasizing the importance of flexibility.

  3. Discount Indicators: Clear discount indications were a common request. Users found it essential to have visible and comprehensible signals indicating price reductions within bundles, fostering transparency and informed decision-making.

  4. Bundle Size: A consensus was reached regarding optimal bundle sizes, ranging from 3 to 6 items. This balance was perceived as manageable and aligned with users' typical purchase habits.

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Concept Testing Insights

  1. Discount Discoverability: An overarching pattern emerged regarding the desire for transparent discount visibility. Users consistently sought clear ways to ascertain discounted prices, including through crossed-out original prices and prominent discount labels.

  2. "Add all to bag" Preference: The "Add all to bag" button within bundles resonated positively with users, simplifying the process and offering a streamlined shopping experience.

  3. Visual Cues: Users favored color-coded indicators to distinguish bundled items. This visual differentiation provided a sense of unity within bundles, simplifying selection and enhancing the overall aesthetic.

  4. Curated Suggestions: Users expressed enthusiasm for curated bundle suggestions based on their preferences and past behaviors. This concept was well-received as it aligned with users' desire for convenience and personalization.

  5. Occasion-Centric Bundles: Participants suggested bundling options tailored for specific occasions, such as parties, holidays, and meal planning. This indicated the potential for addressing targeted user needs through bundling.

Evaluation

Report Analysis

I wrote a report for stakeholders that delves into significant aspects of bundling strategy, shedding light on elements such as discounts, product quantity, and more. It also explores potential product use cases, offering insights into how bundles can be optimally presented within the app interface. In my analysis, I found these insights below.

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  1. Customization and Novelty Factor: Bundles provide an avenue for users to explore new products, especially when a familiar item is coupled with an unfamiliar one. The option to customize bundles was highly valued, allowing users to tailor selections to their preferences and avoid unwanted items. 

  2. Optimal Bundle Size: Users indicated a preference for bundles with fewer than five items. Larger bundles risked including items they didn't need, potentially leading them to purchase individual products. However, users expressed openness to larger bundles if attractive incentives were provided, highlighting the importance of striking a balance between convenience and value.

  3. Strategic Placement of Bundles: Users generally sought specific items when browsing, making it crucial for bundles to be presented contextually within relevant product categories. While the homepage was not perceived as an ideal location for bundles, integrating bundles into product detail pages and categories aligns with users' natural shopping behaviors.

  4. Visibility and Clarity of Bundles: Users appreciated bundles that were visually presented together, aiding in visualizing product sets. To improve clarity, suggestions were made for enhancing bundle information both on the homepage and within the shopping bag. Clear indications of bundled items and their benefits would contribute to a more seamless experience.

  5. Monetary Incentives and Motivations: While convenience was recognized as a benefit, users primarily expected monetary discounts when purchasing bundles. Addressing this expectation and ensuring that bundles provide cost-effective options can drive user adoption.

Next Steps

The actionable recommendations at the end of the topline report were written to inform the bundling strategy and set the stage for an enriched user experience by strategically addressing user preferences, optimizing bundle presentation, and fostering seamless interaction throughout the shopping journey. Outlined below is a summarized list of the recommendations.

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  1. Interactive Threshold Notification: Explore innovative methods to notify users when they are just a few products away from qualifying for a bundle, enhancing their shopping experience.

  2. Optimal Bundle Size: Maintain a user-friendly bundle size of five items or fewer, ensuring a streamlined shopping journey that caters to individual needs.

  3. Prominent "Add All" Action: Elevate the visibility of the "Add All" action by considering adjustments in size, color, or positioning, facilitating an effortless process for users.

  4. Informative Carousel Header: Enhance user understanding by revising the carousel header to emphasize the value proposition of bundled savings, encouraging engagement.

  5. Transparent Subtotal Display: Explore the integration of a separate line for bundle subtotals in the shopping cart, ensuring transparency in pricing and simplifying the purchasing process.

  6. Intuitive Grouping Indicators: Investigate the incorporation of intuitive indicators or colors on the left side of products within the bag, facilitating easy identification and navigation of bundled items.

 

A majority of these have been embraced and are now visibly integrated into the live Gopuff app as of August 2023. ​

What I Learned

As I reflect on the project, I am proud of the collaborative effort that went into crafting a robust research plan. The process highlighted the importance of meticulous preparation, thoughtful methodology selection, and the significance of a clear and well-structured research brief. Here are a few key points I learned.

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  1. Iterative Design Process: The iterative nature of my research and design process showed me the value of constant refinement. Embracing feedback, adapting to user needs, and making incremental adjustments crafted a product that evolved to meet user expectations.

  2. Data-Driven Decision Making: The synthesis of research findings and the implementation of changes based on user feedback led me to see the importance of data to drive design decisions. 

  3. Cross-Functional Collaboration: Engaging with multiple teams, such as UX designers and product managers, in the project tested my ability to collaborate across disciplines. This experience honed my teamwork and interpersonal skills, crucial for successful product development.

  4. Conducting: When participants bring up something interesting I learned how important it is to divert from the guide to gain invaluable insights.

  5. Recruiting: The process of finding participants can be optimized by making public project titles different from old studies and clickbaity. Though, I will always still need to adjust for no shows or bad connection by rescheduling.

  6. Professional Growth: Lastly, the project provided a platform for personal and professional growth as I navigated my first internship experience.

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